Investment in analytics, SEO urged

9th September 2008

Businesses should invest in web analytics and search engine optimisation (SEO) to make the most of the online channel, according to Microsoft's Mel Carson.

The expert said on the Microsoft adCenter Analytics blog that the two areas are essential for internet marketing success as analytics help firms to capitalise on emerging web trends, while SEO is one of the most vital advertising channels online.

He cited a recent E-consultancy report suggesting that significantly more money is spent on paid search than SEO in the UK as potentially worrying considering the importance of search engine visibility and usability for businesses.

Mr Carson commented: "In order to build a better web experience for users we need to better understand their behaviour and then act - that means investing a little more time and energy into web analytics and SEO."

Josh Dreller of Fuor Digital recently wrote on the Search Engine Land blog that understanding web analytics is "vital" for all internet marketers as such applications can offer insights into why some website traffic is better than other types.